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MKTG 1047 Market Research Cover sheet for submission of work for assessment School: Singapore Institute of Management Course / unit code Assignment / assessment number date due 25 Septemer 2012.
MKTG 1047 Market Research Cover sheet for submission of work for assessment School: Singapore Institute of Management Course / unit code Assignment / assessment number date due 25 Septemer 2012.
MKTG 1047 Market Research Cover sheet for submission of work for assessment School: Singapore Institute of Management Course / unit code Assignment / assessment number date due 25 Septemer 2012.
work for assessment School: Singapore Institute of Management Course/unit code Assignment/assessment number Date due MKTG1047 25 Septemer 2012 Course/unit name !Sc !usiness "Marketing# Lecturer/teacher name $r% Sheh Seo& 'ah Tutor (or markers) name $r% Sheh Seo& 'ah Student/s amil! name "iven name Student number Shen Sher()n* +ei)ing S,,47750 -g ./e(ai/e* Shi 0in S,,47411 2han Shok Ting S,,35122 Kea .i 4in S,,0,23, Koh Reecca* 4i 0i S,,35175 Teng Sharon* 6uan 4u S,,3530, Declaration and statement of authorshi#$ 1% I7&e ho(/ a cop) of this &ork &hich can e pro/uce/ if the origina( is (ost7 /amage/% 2% This is m)7our origina( &ork an/ no part of it has een copie/ from an) other stu/ent8s &ork or from an) other source e9cept &here /ue ackno&(e/gement is ma/e% ,% -o part of this &ork has een &ritten for me7us ) an) other person e9cept &here such co((aoration has een authorise/ ) the (ecturer7teacher concerne/% 4% I7&e ha:e not pre:ious() sumitte/ this &ork for this or an) other course7unit% 5% I7&e gi:e permission for this &ork to e repro/uce/* communicate/* compare/ an/ archi:e/ for the purpose of /etecting p(agiarism% 5% I7&e gi:e permission for a cop) of m)7our marke/ &ork to e retaine/ ) the Schoo( for re:ie& an/ comparison* inc(u/ing re:ie& ) e9terna( e9aminers% I7&e un/erstan/ that: 7% +(agiarism is the presentation of the &ork* i/ea or creation of another person as though it is m)7our o&n% It is a form of cheating an/ is a :er) serious aca/emic offence that ma) (ea/ to e9pu(sion from the ;ni:ersit)% +(agiarise/ materia( can e /ra&n from* an/ presente/ in* &ritten* graphic an/ :isua( form* inc(u/ing e(ectronic /ata* an/ ora( presentations% +(agiarism occurs &hen the origin of the materia( use/ is not appropriate() cite/% 1 School date stamp M A N D A T O R Y :
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s h e e t s MKTG 1047 Market Research 1% +(agiarism inc(u/es the act of assisting or a((o&ing another person to p(agiarise or to cop) m)7our &ork% Student signature/s 1# 2# ,# 4# 5# 5# <urther information re(ating to the pena(ties for p(agiarism* &hich range from a notation on )our stu/ent fi(e to e9pu(sion from the ;ni:ersit)* is containe/ in Regu(ation 5%1%1 Stu/ent $iscip(ine an/ .ca/emic +o(ic) an/ +roce/ures: +(agiarism "see http:77&&&%rmit%e/u%au7po(icies# 2 MKTG 1047 Market Research %o!al &elbourne 'nstitute of Technolog! (Sc (usiness (&arketing) &)T"*+,- &arket %esearch "rou# Assignment "rou# &embers$ Shen Sher()n* +ei)ing S,,47750 -g ./e(ai/e* Shi 0in S,,47411 2han Shok Ting S,,35122 Kea .i 4in S,,0,23, Koh Reecca* 4i 0i S,,35175 Teng Sharon* 6uan 4u S,,3530, 3 MKTG 1047 Market Research TA(L. / C/0T.0T 1% I-TR=$;2TI=-%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%5 1%2 !ackgroun/%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%5 2% S>2=-$.R? R>S>.R26%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%5 ,% +R=!4>M ST.T>M>-T%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%7 4% M>T6=$=4=G?%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%7 4%1 Research Metho/%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%1 4%2 Instrument $e:e(opment%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%3 4%, Samp(ing%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%10 4%4 <ie(/&ork%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%10 4%5 $ata .na()sis Metho/%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%11 5% R>S;4TS%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%11 5%1 +rice%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%11 5%2 +romotion%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%1, 5%, +ro/uct%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%15 5%4 +(ace%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%11 5%5 4ifest)(e%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%22 5%5 $emographics%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%25 5% $IS2;SSI=-S .-$ IM+4I2.TI=-S%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%21 7% 4IMIT.TI=-S%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%23 7%1 Sur:e)%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%23 7%1%1 Response >rror%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%23
MKTG 1047 Market Research
7%1%2 ./ministrati:e >rror%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%,0 7%2 Resu(ts%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%,1 1% 2=-24;SI=-%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%,1 3% R><>R>-2>S%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%,, 10% .++>-$I@%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%,7 10%1 Sur:e)%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%,7 10%2 Sur:e) Resu(ts%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%50 ! MKTG 1047 Market Research *1 '0T%/D2CT'/0 *1*1 3ur#ose This report ana()ses the acAuire/ foo/ preferences of Generation ? "age 13 B ,5#* an/ pro:i/es a /etai(e/ market research an/ ana()sis to ai/ RCS in /e:e(oping a marketing mi9 strateg)% *14 (ackground RCS is (ooking to e9pan/ its >uropean foo/Dchain usiness in SouthD>ast .sia an/ has i/entifie/ Singapore as an opportunit)% Their foo/Dchain out(ets* &hich se(( a :ariet) of cuisines* are main() targete/ to Generation ? consumers% This report aims to un/erstan/ the eating haits of Generation ? in Singapore through a /etai(e/ market search an/ ana()sis% ;n/erstan/ this &i(( he(p RCS to /e:e(op a feasi(e marketing mi9 strateg) for entering into the Singapore eater) market% 41 S.C/0DA%5 %.S.A%C6 Generation ? refers to in/i:i/ua(s orn et&een )ear 1377 B 1334 "2hettiar* R#* &ho are genera(() more racia(() an/ ethica(() /i:erse% !eing more segmente/ in the current market* the popu(ation of Generation ? g(oa(() is appro9imate() 71 mi((ion "Singstats* 2011#% 'ith ana()sis of the Generation ? in Singapore* &ho are genera(() more concerne/ aout their consumption of foo/* eating more hea(thi() such as &hite meat an/ :egeta(es% .//itiona(()* Generation ? prefers /ining out on Satur/a) e:enings an/ &ith re(e:ance to price an/ cuisine* an/ prefers 2hinese cuisine that is reasona() price/ ">theris* >* 2010#% Generation ?8s foo/ preferences are t)pica(() inf(uence/ ) intrinsic an/ e9trinsic factorsE rating price an/ sensor) appea( as the most important factors* &hi(st fami(iarit) an/ moo/ are the (east essentia( inf(uencing factors "$in/)a(* S an/ $in/)a( S* 2004#% 'ith the a/:ancement a/ spee/ of Internet to/a)* Gen ? are a(e to keep themse(:es up/ate/ aout the (atest tren/s* ne&s an/ a/:ertisement happening aroun/ the &or(/% In re(ation to ethnicit) popu(ation in Singapore* there are appro9imate() 75%1F 2hinese* 1,%3F Ma(a) an/ 7%3F In/ian "In/e9 Mun/i* 2012#% 6ence* one has to " MKTG 1047 Market Research particu(ar() min/fu( aout the racia( /ifferences &hen setting up an eater) in Singapore* as the , ethnic groups (ike&ise* /ines out re(ati:e() freAuent% $espite that* /ue to re(igions* the Mus(im popu(ation has to fo((o& a G6a(a(8 /ietar) reAuirement "<a)e/* 2012#* &hi(e some !u//hist an/ 6in/us /o not consume eef or are so(e() :egetarian% 'ith the arrier to entr)* esi/es i/entif)ing the target au/ience an/ characteristics* other information such as t)pes of usiness entit) "Gui/e me Singapore* 2012#* foo/ regu(ations an/ (a& ".H. Singapore* 2005#* market gro&th an/ tourism rate in Singapore* &ou(/ ha:e to e i/entifie/% 71 3%/(L.& STAT.&.0T !ase/ on the secon/ar) research* minima( information regar/ing eating haits of Singapore8s Generation ? popu(ation cou(/ e foun/* this cou(/ e /ue to the asence of research carrie/ out in Singapore or confi/entia(it) issues% Therefore* a persona(iIe/ primar) research has een con/ucte/ to fi(( research gap% .t the en/ of the report* RCS &ou(/ e a(e to i/entif) the choice of foo/* factors affecting Generation ?8s /ecision in choosing an eater)* socia( an/ i/entit) factors Generation ? (inks to an eater)* as &e(( as other e9terna( factors RCS &ou(/ consi/er efore entering the foo/ in/ustr) in Singapore% ,1 &.T6/D/L/"5 The research &as carrie/ out ase/ on primar) an/ secon/ar) /ata% +rimar) /ata &ere ase/ on Auantitati:e research* that &as carrie/ out through sur:e)s of a tota( of 150 respon/ents* &h(ist the Aua(itati:e research &as carrie/ out through faceDtoDface focus inter:ie&% Secon/ar) /ata on the other han/ &as ase/ on a numer of aca/emic resources inc(u/ing Journa( artic(es* aca/emic te9tooks re(ating to the topic of /iscussion an/ informa( o:er:ations* on(ine artic(es an/ reports% # MKTG 1047 Market Research ,1* %esearch ðod The secon/ar) research &as con/ucte/ to i/entif) research gap* thereafterE a primar) research &as con/ucte/ to fi(( the research gap% Secon/ar) information &ere foun/ through me/iums such as informa( oser:ations* on(ine artic(es an/ reports% 'ith the use of sur:e)s characteristics of target markets can e i/entifie/* measure the consumer attitu/es* an/ /escrie the consumerDpurchasing patterns% <igure 4%1%. e9hiits the a/:antages of sur:e) in comparison to focus group inter:ie&% Fig.4.1.A Advantages and disadvantages of selected research method The Auestionnaire is /esigne/ to inc(u/e openDen/e/ response Auestions* fi9e/ a(ternati:e Auestions% >9amp(es are as* in <igure 4%1!* e(o&: $ MKTG 1047 Market Research Figure4.1B Fixed alternative questions in questionnaire ,14 'nstrument Develo#ment 'ithin the four (e:e( of sca(e measurement* our sur:e) compromises , sca(e measurement* nomina(* or/ina( an/ ratio% <igure 4%2%. /epicts the , /ifferent (e:e( of sca(e measurement% Figure4.2.A Nominal, ordinal and ratio scale measurement Some of the sca(es use/ are /iscrete* continuous* attriutes an/ in/e9 measures% >9amp(es of :arious sca(es measurements use/ in the Auestionnaires can e foun/ in <igure 4%2%!% % MKTG 1047 Market Research Figure4.2.B Examples of scale measurement questions ,17 Sam#ling Figure4..1 !ampling process . tota( of 150 respon/ents &ere inter:ie&e/ faceDtoDface et&een 1,B17 .ugust 2012* an/ &as con/ucte/ ran/om()* nonDproai(it) samp(ing* in Singapore8s 5 (oca( po()technics an/ SIM campus% To e e(igi(e for the sur:e)* in/i:i/ua(s must e age/ 13B,5% ,1, ieldwork Interacti:e sur:e) approach has een con/ucte/ through persona( inter:ie&s "faceDtoDface# &ith 150 in/i:i/ua(s that ha:e a((o&e/ RCS to ui(/ goo/ rapport &ith their respon/ents% .s (imite/ /ra&ings &ere forme/ from primar) research* the sur:e) &as /esigne/ ensuring a(( other aspects &ere eing co:ere/% 'ith time as an ostac(e* te(ephone* fa9* Internet an/ mai( inter:ie&s are not appropriate forms of inter:ie&% 6o&e:er* &ith the ai/ of props an/ :isua( ai/s* high participation &as gathere/ a(ongsi/e &ith achie:ing high (e:e( of comp(eteness in Auestionnaires% This a(so inc(u/es the ai(it) of proing comp(e9 ans&ers in the Auestionnaire% 1& MKTG 1047 Market Research ,18 Data Anal!sis ðod In Section 4%2 of the report* the , sca(es measurement* nomina(* or/ina( an/ ratio ha:e een a//resse/% >ach sca(e measurement pro/uces /ifferent t)pes of statistics* &hich affects the metho/ of ana()sis% <or nomina( an/ or/ina( measurement it is recommen/e/ to use freAuenc) ta(e* percentage mo/e* an/ proportion* ) pie charts* co(umn an/ ar graphs% <or ratio measurement* means* mo/e* an/ proportion &ere uti(iIe/ to present the /ata% 81 %.S2LTS The resu(ts are categoriIe/ into 5 main components: price* promotion* pro/uct* p(ace* (ifest)(e an/ /emographics% >ach fin/ings &i(( e e9p(aine/ in a graphica( or ta(e form* fo((o&e/ ) an ana()sis 81* 3rice 11 MKTG 1047 Market Research 12 MKTG 1047 Market Research Anal!sis Graph 5%1. /epicts that ma(es are more &i((ing to spen/ more than K100 on a mea(* as the) ten/ to pa) for fema(es /uring their /ates% Graph 5%1! ho&e:er* sho&s that fema(es are more &i((ing to pa) for organic foo/* as the) ten/ to re(ate it to eing more hea(th)* an/ hence (ooking s(immer% !ase/ on Graph 5%1$ an/ 5%12* resu(ts has sho&n that 57F of respon/ents are &i((ing to spen/ (ess than K50* &hi(e 50F of respon/ents spen/s K0DK100 on /ining out% %ecommendation RCS can intro/uce hea(thier mea(s catering to hea(th conscious fema(es* &hi(e promoting 1DforD1 specia( /ining promotions% 814 3romotion 13 MKTG 1047 Market Research Anal!sis !ase/ on the secon/ar) research foun/* Generation ? is techDsa::) an/ the Internet is part of their /ai() (i:es% 6ence* Graph 5%2. has sho&n that promoting through Internet is the most effecti:e me/ium for Generation ?% 'or/DofDmouth* for Generation ? has in a//ition* score/ the highest a:erage score% %ecommendation 1 MKTG 1047 Market Research ;sing the Internet to promote RCS ne& eater) can he(p create a uII* &hi(e the) /istriute specia( mea( /iscount coupons :ia , r/ parties /istriutors* such as /ea(%com%sg% This &ou(/ a(so assist promoting ne& eater) through &or/DofDmouth% 1! MKTG 1047 Market Research 817 3roduct Anal!sis Graph 5%,.* e9hiits that most respon/ents are &i((ing to spen/ on Lapanese an/ Korean* &hi(e La:anese cuisine as the (east preferentia(% Graph 5%,!* e9hiits the /ifferences of gen/er preferences in each cuisine* &ith resu(ts sho&n that there are 1" MKTG 1047 Market Research no particu(ar gen/er preference /ifferences in Ita(ian* <rench* Lapanese* 'estern* an/ +eranakan cuisine% %ecommendation !ase/ on the statistics in Graph 5%,!* RCS can intro/uce cuisines that oth gen/ers /oes ha:e a :ar)ing /ifference to it% Anal!sis Graph 5%,2 i((ustrates gri((ing as the most preferre/ choice et&een Generation ?* as sho&n on Graph 5%,$* there is minima( /ifferences to ma(e an/ fema(e &ho prefers their foo/ to e gri((e/% .s a (o&Dfat /iet option* gri((ing is a hea(thier metho/ of cooking* as it re/uces cho(estero( (e:e(s an/ impro:es car/io:ascu(ar hea(th% Ste&ing* on the other han/* is more popu(ar among fema(es than ma(e% %ecommendation 1# MKTG 1047 Market Research RCS can incorporate metho/s of cooking such asE gri((ing* fr)ing* oi(ing an/ aking into their menu* as these are eAua(() preferre/ ) oth gen/ers% 1$ Anal!sis !ase/ on the freeDresponse Auestion* Graph 5%,> /epicts that iceDcream is the top of min/ pro/uct% 'hi(e Graph 5%,< /epicts there is a high percentage of respo/ents &ith the hait of consuming spic) /ishes% %ecommendation RCS Internationa( can inc(u/e set mea(s ) incorporating /essert in their menu% .s there is a high amount of Generation ? consuming spic) foo/* the) can intro/uce t&o kin/s of /ishE spci) an/ nonDspic)% MKTG 1047 Market Research 81, 3lace Anal!sis Inferring from Graph 5%4!* h)giene is the most important factor to Generation ? &hen choosing an eater)% It ma) e /ue to Singapore 6ea(th +romotion !oar/ a/:ertisements o:er the )ears* or simp() /ue to impro:ements in stan/ar/ of (i:ing of Singaporeans% Restaurants are reAuire/ to ha:e a certain (e:e( of h)giene stan/ar/s% Therefore* Generation ? is most &i((ing to spen/ in restaurant% 1% MKTG 1047 Market Research %ecommendation RCS can consi/er entering Singapore8s market as a restaurant an/ ensuring high (e:e( of h)giene in the eater)% .//itiona(()* RCS can consi/er hiring e9terna( c(eaning companies an/ pro:i/ing proper training for staffs% Anal!sis 74F of respon/ents agree that accessii(it) affects their choice of /ine out p(ace as sho&n in Graph 5%4$% 6o&e:er* in Graph 5%42* 45F of respon/ents /ine out in the cit)* such as =rchar/ Roa/ an/ 2it) 6a((% %ecommendation RCS can /esign their store catering for Generation ? to /ine out* e%g% intro/ucing sofa seats% The) can a(so intro/uce acti:ities inDstores such as renting of oar/ 2& MKTG 1047 Market Research games% Anal!sis Graph 5%4> e9hiits restaurant offering uffet has the highest rating of 4%01 out of 5 points* as it cou(/ e /ue to the reason that 40F of respon/ents recei:e K500 an/ e(o& as their month() a((o&ance* Graph 25%1% 6ence* uffet &ou(/ e the greatest :a(ue for mone)% %ecommendation RCS can intro/uce specia( uffet timings &hen Generation ? is (east (ike() to :isit an eater)* to promote higher traffic* Graph !5%1.% Ta(e 4%5.: Generation ?8s fa:orite eat out p(ace %estaurant %estaurant (uffet ast ood Coffee Sho#s 21 MKTG 1047 Market Research ish 9 Co Trip(e three uffet "Man/arin =rchar/ 6ote(# K<2 Mi2har"2offee shop# Cr!stal :ade Seou( Gar/en Mc$ona(/s -e&ton 2irc(e Market :ack;s 3lace Sakura +ope)e8s SIM canteen :umbo Seafood Sakae Sushi +iIIa hut 2homp 2homp Aston Sushi Tei 2ar(s Lunior 15 Market <eng Shan A<isen %amen =(/ .irport Roa/ 6ong )ong Caf= TCC (eng 6iang (Amo! Street) 3asta &ania Thai .>#ress '##udo %amen &anhattan ish &arket Ah lo! thai 6ot Tomato T?" Thai @illage 'm#erial Treasure Swenson ?ild 6one! "a#le4.$A Anal!sis 22 MKTG 1047 Market Research The ta(e ao:e e9hiits the highest amounts of fa:orite /ine out p(aces to e restaurants% <rom Graph 5%4. an/ 5%4! ao:e* it can e inferre/ that Generation ? prefers /ining at restaurants% Ta(e 4%5!: ;sing 1 &or/ to /escrie an eat out p(ace Taste Service .nvironment Location 3rice MouthD'atering <ast Re(a9 .ccessi(e .ffor/a(e -ice .&esome .mience 2on:enient 2heap 0ua(it) >nJo)a(e +arking Goo/ <oo/ 2hi(( Satisf)ing 2omforta(e .&esome .ir 2on/itione/ ?umm) 2o(/ Tast) Temperature $e(icious 2(ean +rett) 6)gienic Hariet) <amous "a#le4.$B Anal!sis Ta(e 4%5! has een /esigne/ to i/entif) respon/ent8s top of min/ e:a(uation% !) categoriIing them into taste* ser:ice* en:ironment* (ocation an/ price* resu(ts has sho&n that taste an/ en:ironment has the most amounts of /escripti:e &or/s% Therefore these t&o factors are important to Generation ?% %ecommendation RCS can focus on the t&o factorsE taste an/ en:ironment* &hen intro/ucing an eater)% 818 Lifest!le 23 MKTG 1047 Market Research %ecommendation It is recommen/a(e that RCS offers fami()* u//) an/ (o:er set mea(s* for greater /ea(s% 2 Anal!sis !ase/ on the sur:e) /ata an/ e9amining Graph !5%1* more than 50F of respon/ents /ine out more than once a &eek% In Graph !,%1* Generation ? rate/ an a:erage score of 4%,* 4%2 out of 5 "1 as (east &i((ing an/ 5 as most &i((ing# to /ine out &ith frien/s an/ fami() respecti:e()% 'hi(e in graph !1%1 an/ sur:e) /ata* 57%,F of respon/ents /ine out to spen/ Aua(it) time &ith fami() an/ frien/s% MKTG 1047 Market Research
Anal!sis !ase/ on Graph5%5$* more than 70F of Generation ? e(ie:e that prices of foo/* amience of restaurant an/ (ocation of restaurant are i/entit) factors that re(ates to &ho the) are &hen /ining out% %ecommendation RCS shou(/ focus on (ocation* amience an/ setting higher prices of the eater)8s menu% 2! MKTG 1047 Market Research Anal!sis !ase/ on Graph 5%5> an/ 5%5<* it ref(ects the tren/ of Generation ? eing (east (ike() to /ine out* are on &eek/a)s especia(() /uring 1000D1200 hours% %ecommendation 6ence* it is recommen/a(e that RCS shou(/ intro/uce promotions* such as 1D1 mea(s an/ stu/ent set mea(s* /uring (o& peak hours% 81A Demogra#hics 2" MKTG 1047 Market Research Anal!sis The primar) research consists of 57%,F fema(e an/ 42%7F ma(e respon/ents* Graph 5%5.% .ccor/ing to Graph 5%52* more than 50F are from ages 20D24 )ears o(/* &hich aout 17F of respon/ents are 2hinese* Graph 5%5!% 2# MKTG 1047 Market Research Anal!sis .ccor/ing to Graph 5%5$* it is :isi(e that the sur:e) &as reache/ out to a &i/eD range of Generation ? of /ifferent occupation% 6o&e:er* as more than 55F are stu/ents* hence* there are (arge amount of respon/ents earning (ess than K500 per month* Graph 5%5>% Graph 5%5< sho&s more than 50F of respon/ents ha:e 2D4 fami() memers* an/ ,1%,F of respon/ents ha:e 5D7 fami() memers% %ecommendation %9S can consider #enerating their #rices at an affordable #rice for most res#ondent that earn less than B8++ #er month1 ?hilstC introducing set meals for ,D- famil! membersC as in "ra#h 818CC the data also shows "eneration 5 are more likel! to dine out with friends and famil!1 2$ MKTG 1047 Market Research A1 D'SC2SS'/0S A0D '&3L'CAT'/0S !oth primar) an/ secon/ar) research are :ita( for RCS* in or/er to retri:e the resu(ts of eating haits of Generation ?% !) con/ucting the t&o research* RCS is a(e to crossDreference an/ generate i/eas to he(p RCS /etermine their /ecision% <or primar) research* a series of Auestionnaires eing imp(emente/ for oth tertiar) e/ucation stu/ents an/ )oung &orking a/u(ts% 'hi(st secon/ar) research* the information searche/ &ere main() ase/ on the fin/ings from the Internet% <rom oth research* Generation ? are eginning to eat hea(thi()* as the percentage of this consumption in the secon/ar) research is re(ati:e() simi(ar to the percentage in primar) research% .//itiona(()* secon/ar) research sho&n that Generation ? prefers eating out in the e:ening /uring the &eeken/* &hich is simi(ar to the fin/ings in primar) research% .ccor/ing to the Auestionnaire* the numer of peop(e eating out on &eeken/ in the e:ening is higher than &eek/a)s% <rom the /ata sho&n in the primar) research* the respon/ents prefer Lapanese an/ 2hinese cuisine* &hich is simi(ar to &hat has een foun/ out in the secon/ar) research% !esi/es that* ase/ on the secon/ar) research* price an/ sensor) are the most important attriutes &hen patroniIing a eating p(ace for Generation ?% Simi(ar() the primar) research has sho&n* the respon/ents ha:e i/entifie/ that price* air Aua(it)* foo/ Aua(it) an/ h)giene are the most important attriutes% .ccor/ing to the secon/ar) research* Generation ? are fami(iar &ith techno(og) hence* are a(&a)s up/ate/ &ith the (atest promotions an/ ne&s* &hich has een /ra&n out from the primar) research* maJorit) of the respon/ents :ote/ Internet as one of the most effecti:e promotiona( too(% 4ast()* primar) research has sho&n that maJorit) of the respon/ents are ma/e up of 2hinese% =ther re(e:ant information that has een foun/ through the primar) research are the t)pe of eater) p(aces &here Generation ? ten/s to /ine out* are uffet restuarants an/ 6a&ker 2entre* as &e(( as the /ifferent preferences of cuisines amongst the /ifferent gen/ers% In a//ition* ase/ on the eating haits of Generation ?* most of them prefer consuming spic) /ishes% 2% MKTG 1047 Market Research In consi/eration to a(( the ao:e factors* RCS shou(/ imp(ement the resu(ts gathere/* to /etermine the t)pe of foo/Dchain usiness to e setDup in Singapore% -1 L'&'TAT'/0S -1* Surve! 'hi(e con/ucting the sur:e) an/ processing /ata* ostac(es encountere/ &ere response error an/ a/ministrati:e error respecti:e()% The :arious sources of sur:e) errors can e foun/ in <igure7%1%.% Figure%.1.A "&pes of surve& errors -1*1* %es#onse .rror <irst()* there &ere response iasness /uring the inter:ie& process% Respon/ents ma) /e(irate() fa(isif) their ans&ers so that the) ma) appear inte((igent* pre:enting humi(iation or simp() for socia( /esirai(it)% "Mikmun/ an/ !ain* 2010* p%151# Respon/ents ma) a(so e ias against inter:ie&er% To reso(:e this* inter:ie&s can e con/ucte/ through me/iums as suchE te(ephone* internet or mai(% This ensures persona( space for respon/ents to ans&er free()% 6o&e:er* it is time consuming an/ has a higher proai(it) of recei:ing (o&er response from samp(e siIe (ea/ing to nonDresponse error% The Auestionnare has se:era( simi(ar Auestions* hence* causing respon/ents to misrepresent or misinterpret the Auestions% Some of the Auestions inc(u/es rating 3& MKTG 1047 Market Research their preferences an/ importance of simi(ar attriutes% To reso(:e this issue* 1DtoD1 inter:ie& session &ith each respon/ent can e carrie/ out% 6o&e:er* such measure reAuires :ast amount of resources* such as manpo&er* &hich is e9pensi:e an/ time consuming% 'ith more than , (ikert sca(e Auestions* respon/ents ma) se(ect e9tremit) ans&ers or e acAuiescence ias for their con:enience% "Mikmun/ an/ !ain* 2010* p%152# To pre:ent such ostac(es* /iscussion amongst respon/ents shou(/ either e &ithhe(/ or 1DtoD1 inter:ie& session can e imp(emente/% -1*14 Administrative .rror .fter co((ection of /ata* formatting of /ata &i(( e carrie/ out to support /ecisionD making% <igure 7%1%2. /epicts the process of /ata inte((igence% Some errors encountere/ or ma) ha:e encountere/ inc(u/es* /ata processing error* samp(e se(ection error* inter:ie&er error an/ inter:ie&er cheating% "Mikmun/ an/ !ain* 2010* p%15,# Figure%.1.2A 'ata processing process 'ith 150 /ata of (ong Auestionnaires to e compute/* it is ine:ita(e to for human errors to e ma/e /uring the process% Some forms of these errors can e transpositions* cop)ing* routing* consistenc) an/ ranging error "sJsu* p%2# that can e foun/ in <igure 7%1%2!% To pre:ent such errors* se:era( manua( checks such as 31 MKTG 1047 Market Research consistenc) checks can e carrie/ out an/ necessar) amen/ments can e ma/e from the resu(ts of the /ata ana()sis% Figure%.1.2B "&pes of data(processing errors -14 %esults ;sing /ifferent tau(ation metho/s to represent the sur:e) fin/ings* /ifferent resu(ts &ere achie:e/ from simi(ar fin/ings% To i((uminate this pro(em* re(e:ant metho/s &ere use/ in representing the fin/ings% In the ana()sis* mean an/ mo/e &ere app(ie/ to comp(ement the fin/ings% To e9p(ain in /etai(* an e9amp(e* sur:e) Auestion 25% .:erage month() a((o&ance7income: &ean &edian &ode Calculation "52 9 K250# N "22 9 K750# N ",1 9 K1250# N "11 9 K1750# N "0 9 K2250# N "17 9 K2750# N "7 9 K2750# O 150 P"nN1# Q P 9 "150 N 1# Q 75%5 th p(ace 6ighest occurrence Answer Q K1*040 K500 to K1*000 4ess than K500 "a#l %.2A 'ifferent anal&sis methods lead to different result E1 C/0CL2S'/0 Through primar) an/ secon/ar) market research* this report has i/entifie/ the /emographics of Generation ? in Singapore a(ongsi/e &ith socia( an/ i/entit) factors inf(uencing their eating haits% These factors are critica( in /etermining 32 MKTG 1047 Market Research marketing mi9 strateg) of RCS &ith recommen/ations /etai(e/ at the en/ of the report% RCS can then come up &ith a usiness proposa( an/ rainstorm i/eas on ho& to attract Generation ? to their restaurant% 33 MKTG 1047 Market Research F1 %..%.0C.S .:a Singapore% "2005#% !ale of food act. R=nD(ineS% .:ai(a(e: http:77&&&%a:a%go:%sg7-R7r/on()res702.11571D7510D4317D!!57D 27$<4!35504!717120751&eTSa(eof<oo/.ct1%p/f R.ccesse/ on: .ugust 25* 2012S .:a Singapore% "2005#% !ale of food regulations. R=nD(ineS% .:ai(a(e: http:77&&&%a:a%go:%sg7-R7r/on()res702.11571D7510D4317D!!57D 27$<4!35504!717125755&eTS=<T<oo/>sta(ishmentsRegu(ations%p/f R.ccesse/ on: .ugust 21* 2012S 2hettiar* R% "n%/%#% "he !ingapore )eneration *. R=nD(ineS% .:ai(a(e on: http:77&&&%(a&gaIette%com%sg72012D0,7,52%htm R.ccesse/ on: .ugust 21* 2012S 2ontact =ne +rofessiona( ser:ices% "n%/%#% Business Entities availa#le in !ingapore. R=nD(ineS% .:ai(a(e: http:77&&&%contactoneps%com%sg7usinessD entities%htm( R.ccesse/ on: .ugust 25* 2012S $ecker* G% "n%/%#% Formulating pro#lem statements+ ,sing Audience A-areness to .ontextuali/e *our 0esearch )oals. R=nD(ineS% .:ai(a(e: http:77&&&%persona(%psu%e/u7users7c7:7c:m1157proposa(7formu(atingTpro(emTstate ments%htm R.ccesse/ on: .ugust 14* 2012S $epartment of Statistics Singapore% "2011#% 1opulation trends 2211% R=nD(ineS% .:ai(a(e: http:77&&&%singstat%go:%sg7pun7popn7popu(ation2011%p/f R.ccesse/: .ugust 20* 2012S $in/)a(* S an/ $in/)a( S% "2004#% 3o- 1ersonal Factors, 4ncluding .ulture and Ethnicit&, Affect the .hoices and !election of Food 5e 6a7e. R=nD(ineS% .:ai(a(e on: &&&%ispu%com7Journa(7theDinternetDJourna(DofDthir/D&or(/Dme/icine7:o(umeD1D numerD27ho&Dpersona(DfactorsDinc(u/ingDcu(tureDan/Dethnicit)DaffectDtheDchoicesD an/Dse(ectionDofDfoo/D&eDmake%htm( R.ccesse/ on: .ugust 22* 2012S 3 MKTG 1047 Market Research >theris* >% "2010#% ,nderstanding )eneration *( !ingapore. R=nD(ineS% .:ai(a(e: http:77&&&%team&orkoun/%com7resources7un/erstan/ingDgenerationD)Dsingapore7 R.ccesse/ on: .ugust 15* 2012S <a)e/* S% "2012#% 3alal Food. R=nD(ineS% .:ai(a(e on: http:77mi/eastfoo/%aout%com7o/7mi//(eeasternfoo/1017a7ha(a(foo/s%htm R.ccesse/ on: .ugust 22* 2012S <i(es* L%$% "n%/%#% 3o- currenc& rates affect glo#al #usiness. R=nD(ineS% .:ai(a(e: http:77eIineartic(es%com7U6o&D2urrenc)D>9changeDRatesD>ffectDG(oa(D !usinessCi/Q1505537 R.ccesse/ on: Septemer 1* 2012S <it $a)% "n%/%#% 3ealthier .oo7ing 6ethods+ .oo7ing 8ersus )rilling. R=nD(ineS% .:ai(a(e: http:77&&&%fit/a)%com7fitnessDartic(es7nutrition7hea(th)Deating7hea(thierD cookingDmetho/sDgri((ingD:ersusDfr)ing%htm(V R.ccesse/ on: .ugust 15* 2012S <risch* >% "n%/%#% 'emographics for restaurants. R=nD(ineS% .:ai(a(e on: http:77&&&%foo/ser:ice&arehouse%com7restaurantDeAuipmentDsupp()DmarketingD artic(es7restaurantDmarketing7/emographicsDforDrestaurants7c21050%asp9 R.ccesse/ on: .ugust 22* 2012S Gui/e me Singapore% "2012#% "&pes of #usiness entities in !ingapore. R=nD(ineS% .:ai(a(e: http:77&&&%gui/emesingapore%com7incorporation7intro/uction7singaporeD incorporationDentit)Dt)pes R.ccesse/ on: .ugust 2,* 2012S In/e9 Mun/i% "2012#% !ingapore Ethnic )roups% R=nD(ineS% .:ai(a(e: http:77&&&%in/e9mun/i%com7singapore7ethnicTgroups%htm( R.ccesse/ on: .ugust 22* 2012S KatI* !% "2007#% Focus 9n+ )eneration *. R=nD(ineS% .:ai(a(e on: http:77&&&%foo/processing%com7artic(es72007720,%htm( R.ccesse/ on: .ugust 2,* 2012S 3! MKTG 1047 Market Research Mi((ennia( Marketing% "2003#% )en * Food 1references+ *ou are -hat &ou eat. R=nD (ineS% .:ai(a(e: http:77mi((ennia(marketing%com720037017genD)Dfoo/DpreferencesD )ouDareD&hatD)ouDeat7 R.ccesse/ on: .ugust 22* 2012S -ation Master% "200,#% 6edia of !ingapore statistics. R=nD(ineS% .:ai(a(e: http:77&&&%nationmaster%com7re/7countr)7snDsingapore7me/Dme/iaCa((Q1 R.ccesse/ on: .ugust 20* 2012S +ain 2onsortium% "n%/%# 0espondent Error. R=nD(ineS .:ai(a(e: http:77painconsortium%nih%go:7s)mptomresearch7chapterT207sec117cas11pop7%ht m R.ccesse/ on: .ugust 22* 2012S Roinson* 4%L* "2012#% 6:") 124% 6ar7et 0esearch. .ustra(ia: Ro)a( Institute Me(ourne of Techno(og)% Sa/i* M% .% "2002#% 0estaurant patronage and the ethnic groups in !ingapore+ an explorator& investigation using Bar7er;s model. R=nD(ineS% .:ai(a(e: http:77&&&%ca/irect%org7astracts72002,131451%htm(EJsessioni/Q421,<53.5<7.7 40332!,1$5425.75527 R.ccesse/ on: .ugust 20* 2012S Schroer* '% L% "n%/%#% )enerations <, *, = and the 9thers(.ont;d. R=nD(ineS% .:ai(a(e: http:77&&&%socia(marketing%org7ne&s(etter7features7generation,%htm R.ccesse/: .ugust 11* 2012S S6IRI% "n%/%#% 3arnessing the 1otential of )en * 5or7force in !ingapore. R=nD(ineS% .:ai(a(e: http:77&&&%shri%org%sg7Tsur:e)reportsTharnessTgenT)%asp R.ccesse/ on: .ugust 24* 2012S Singapore Tourism !oar/. >uarterl& "ourism Focus 2211. R=nD(ineS% .:ai(a(e: https:77&&&%sttrc%com%sg7images7(inks7@140T<T2011%p/f R.ccesse/ on: Septemer 11* 2012S 3" MKTG 1047 Market Research SLS;% "n%/%#% 12: 'ata 6anagement. R=nD(ineS% .:ai(a(e: http:77&&&%sJsu%e/u7facu(t)7gerstman7Stat+rimer7/ataentr)%+$< R.ccesse/ on: .ugust 2,* 2012S ;sa(e Stats% "n%/%#% Fundamentals of !tatistics 1+ Basic .oncepts + Nominal, 9rdinal, 4nterval and 0atio. R=nD(ineS% .:ai(a(e: http:77&&&%usa(estats%com7(essons7noir R.ccesse/ on: .ugust 21* 2012S Mikmun/* '%G an/ !ain* !%L% "2010#% Essentials of 6ar7eting 0esearch "4th e/#% South 'estern: SouthD'estern 2engage (earning% 3# MKTG 1047 Market Research *+1 A33.0D'G *+1* Surve! Goo/ /a)* I am TTTTTTTTTTTT* a stu/ent from SIMDRMIT con/ucting a sur:e) for m) schoo(% +(ease he(p to comp(ete this Auestionnaire* )our response &i(( contriute to&ar/s m) report% .(( information &i(( e kept pri:ate an/ confi/entia(% Thank )ou% SC%..0.%$ S1% .re )ou et&een the age of 13 to ,5 )ears o(/U 1% ?es 2% -o Section A$ &arketing &i> A*1 3rice .1%1 6o& much are )ou willing to pa) for a mea(U 1% 4ess than K50 2% K50 to <K100 ,% K100 to <K150 4% K150 to <K200 5% K200 an/ ao:e .1%2 .:erage month() amount s#ent on /ining outU 1% <K50 2% K50 to <K100 ,% K100 to <K150 4% K150 to <K200 5% K200 an/ ao:e .1%, .re )ou &i((ing to pa) more for organic foo/U 1% ?es 2% -o 3$ MKTG 1047 Market Research .1%4 =n a sca(e 1D5 "1 eing (east &i((ing to spen/ an/ 5 eing most &i((ing to spen/#* p(ease rate ho& &i((ing )ou are to spen/ on fo((o&ing #roducts% T!#e of cuisines Least willing to s#end &ost willing to s#end .1%4%1 2hinese 2uisine 1 2 , 4 5 .1%4%2 Ma(a) 2usine 1 2 , 4 5 .1%4%, -)on)a 2usine 1 2 , 4 5 .1%4%4 <ast <oo/ 1 2 , 4 5 .1%4%5 'estern 2usine 1 2 , 4 5 .1%4%5 Ita(ian 2usine 1 2 , 4 5 .1%4%7 Spanish 2usine 1 2 , 4 5 .1%4%1 Me9ican 2usine 1 2 , 4 5 .1%4%3 <rench 2usine 1 2 , 4 5 .1%4%10 Lapanese 2usine 1 2 , 4 5 .1%4%11 Korean 2usine 1 2 , 4 5 .1%4%12 In/ian 2usine 1 2 , 4 5 .1%4%1, La:anese 2usine 1 2 , 4 5 .1%4%14 Thai 2usine 1 2 , 4 5 .1%4%15 Hietnam 2usine 1 2 , 4 5 .1%4%15 =thers "p(ease specif): TTTTTTTTTTTTTTTTTTTTT# 1 2 , 4 5 3% MKTG 1047 Market Research .1%5 =n a sca(e 1D5 "1 eing (east &i((ing to spen/ an/ 5 eing most &i((ing to spen/#* p(ease rate ho& &i((ing )ou are to spen/ on fo((o&ing #laces% 3laces Least willing to s#end &ost willing to s#end .1%5%1 Restaurant 1 2 , 4 5 .1%5%2 !uffet 1 2 , 4 5 .1%5%, .(fresco $ining 1 2 , 4 5 .1%5%4 +us7 4ounge 1 2 , 4 5 .1%5%5 6a&ker 2entre 1 2 , 4 5 .1%5%5 <oo/ 2ourt 1 2 , 4 5 .1%5%7 <ast <oo/ 1 2 , 4 5 .1%5%1 6ome $e(i:er) 1 2 , 4 5 .1%5%3 !aker)7 $essert 1 2 , 4 5 .1%5%10 2afe 1 2 , 4 5 .1%5%11 2atering 1 2 , 4 5 .1%5%12 2ha 2han Teng 1 2 , 4 5 .1%5%1, 6igh Tea 1 2 , 4 5 .1%5%14 !istro 1 2 , 4 5 .1%5%15 =thers "p(ease specif): TTTTTTTTTTTTTTTTTTTTT# 1 2 , 4 5 A41 3romotion .2%1 =n a sca(e 1D5 "1 eing :er) ineffecti:e an/ 5 eing :er) effecti:e#* p(ease rate ho& effecti:e the fo((o&ing me/iums are in persua/ing )ou to&ar/s )our purchase% Attributes @er! 'neffective @er! .ffective .2%1%1 Te(e:ision 1 2 , 4 5 .2%1 =n a sca(e 1D5 "1 eing :er) ineffecti:e an/ 5 eing :er) effecti:e#* p(ease rate ho& effecti:e the fo((o&ing me/iums are in persua/ing )ou In )our purchase% & MKTG 1047 Market Research Attributes @er! 'neffective
@er! .ffective .2%1%1 Te(e:ision 1 25 41 43 27 .2%1%2 Moi(e ./:ertisements 27 ,3 45 22 1" .2%1%, MagaIines 1, ,4 41 44 11 .2%1%4 +amph(et72ata(ogues 11 ,4 4, 3# 1# .2%1%5 -e&spaper 25 ,0 44 ,, 17 .2%1%5 !usDstop7 Mrt a/:ertisements 15 ,5 42 33 2 .2%1%7 Ra/io 25 42 44 25 1, .2%1%1 +ointDofD purchase /isp(a)s in stores , 2, 55 $ 21 .2%1%3 'or/ of mouth "eg: frien/s7 fami()# , 5 22 50 53 .2%1%10 Sa(es +romoter 1 ,5 50 2% 2$ .2%1%11 Internet 4 15 27 44 50 .2%1%12 Roa/sho&s 11 ,7 50 3& 12 .2%1%1, =thers .2%2 =n a sca(e 1D5 "1 eing strong() /isagree an/ 5 eing strong() agree#* p(ease rate to &hat e9tent )ou agree or /isagree on the fo((o&ing statements% Statements Strongl! Disagree Strongl! Agree .2%2%1 (ook through cata(ogues for information or promotions 1 2 , 4 5 .2%2%2 I ans&er te(emarketers8 Aueries o:er the phone 1 2 , 4 5 .2%2%, I rea/ an/ response/ to on(ine a/:ertising 1 2 , 4 5 1 MKTG 1047 Market Research "eg: emai(s* promotions* pop ups# .2%2%4 I &atch a/:ertisement on te(e:ision7 efore the mo:ies starts 1 2 , 4 5 .2%2%5 I (isten to the ra/io a/:ertisements 1 2 , 4 5 .2%2%5 I notice the ne&spapers8 a/:ertisement 1 2 , 4 5 .2%2%7 I notice a/:ertisements on the pu(ic transportation7 out/oor /isp(a)s 1 2 , 4 5 .2%2%1 I &i(( cut an/ re/eem m) coupons 1 2 , 4 5 .2%2%3 I take in the sa(es promoters8 a/:ices 1 2 , 4 5 .2%, 'hich me/ium /o )ou /eri:e )our information on an eater) fromU ")ou ma) circ(e more than 1# 1% Te(e:ision 2% Moi(e a/:ertisements ,% MagaIines 4% +amph(et72ata(ogue 5% -e&spaper 5% !usDstop a/:ertisements 7% Ra/io 1% 'or/ of mouth 3% +romoter 10% Internet B <orums 11% Internet B <oo/ Gui/e "e%g% hungr)go&here%com# 12% Internet B >ater)8s &esite 1,% Roa/sho&s 14% =thers "+(ease specif): TTTTTTTTTTTT# 2 MKTG 1047 Market Research A71 3roduct .,%1 Se(ect the fo((o&ing cuisines )ou prefer: ")ou ma) circ(e more than 1# 1% 2hinese 2% Ma(a) ,% In/ian 4% +eranakan 5% 'estern 5% Lapanese 7% Korean 1% <rench 3% Ita(ian 10% Mi/Deastern 11% =thers "p(ease specif): TTTTTTTTTTTTTTTTTTTTTT# .,%2 6o& /o )ou prefer )our mea(s to e cooke/: ")ou ma) circ(e more than 1# 1% !ake 2% !oi( ,% Ste& 4% Gri(( 5% <r) 5% =thers "p(ease specif): TTTTTTTTTTTTTTTTTTTTT# .,%, .re )ou a :egetarianU 1% ?es 2% -o .,%4 $o )ou ha:e the hait of or/ering /essert after )our mea(U 1% ?es 2% -o .,%5 State the t)pes of /essert preferre/ after a mea(: TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT .,%5 $o )ou ha:e the hait of consuming spic) /ishesU 1% ?es 2% -o 3 MKTG 1047 Market Research A,1 3lace .4%1 +(ease rate ho& important the fo((o&ing store factors are &hen )ou :isit an eater) "1 as not important at a((* 5 as :er) important#% Attributes 0ot im#ortant at all @er! im#ortant .4%1%1 Temperature 1 2 , 4 5 .4%1%2 .ir Aua(it) 1 2 , 4 5 .4%1%, -oise (e:e( 1 2 , 4 5 .4%1%4 2ro&/ contro( 1 2 , 4 5 .4%1%5 Music p(a)e/ 1 2 , 4 5 .4%1%5 $Wcor 1 2 , 4 5 .4%1%7 >mp(o)ee8s uniform 1 2 , 4 5 .4%1%1 Menu 1 2 , 4 5 .4%1%3 Reasona(e pricing 1 2 , 4 5 .4%1%10 'i/e assortment of pro/ucts 1 2 , 4 5 .4%1%11 6)giene 1 2 , 4 5 .4%1%12 0ua(it) of foo/ 1 2 , 4 5 .4%1%1, >9istence of promotiona( acti:ities C others 1 2 , 4 5 .4%1%14 >as) accessii(it) "(ocation# 1 2 , 4 5 .4%1%15 Techno(og) "&ifi# 1 2 , 4 5 .4%2 'hich area in Singapore /o )ou /ine out at mostU 1% To&n "e%g% =rchar/# 2% 'est ,% >ast 4% -orth 5% South
MKTG 1047 Market Research
.4%, $oes the accessii(it) of the eat out (ocation affect )our choiceU 1% ?es 2% -o .4%4 =n a sca(e of 1D5 "1 as (east preferre/* 5 as most preferre/#* &hich &ou(/ e the preferre/ p(ace to /ine outU Least #referred &ost #referred .4%4%1 !aker) 1 2 , 4 5 .4%4%2 !istro7 !rasserie 1 2 , 4 5 .4%4%, 2afe 1 2 , 4 5 .4%4%4 2ha 2han Teng 1 2 , 4 5 .4%4%5 2offee Shop 1 2 , 4 5 .4%4%5 <ast <oo/ 2hain 1 2 , 4 5 .4%4%7 Sta((7 Kiosk 1 2 , 4 5 .4%4%1 +u7 !ar7 4ounge 1 2 , 4 5 .4%4%3 Restaurant B !uffet 1 2 , 4 5 .4%4%10 Restaurant B .(a 2arte 1 2 , 4 5 .4%4%11 Sa(a/ Stops 1 2 , 4 5 .4%4%12 <ine $ining 1 2 , 4 5 .4%4%1, =thers "+(ease specif): TTTTTTTTTTTTTTTT# 1 2 , 4 5 .4%5 State )our top , fa:ourite eat out p(aces: TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT .4%5 'hat are some eat out p(aces )ou ha:e een to the past , monthsU ! MKTG 1047 Market Research TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT .4%7 ;se one &or/ to /escrie ho& a /ine in (ocation shou(/ eU TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT " MKTG 1047 Market Research Section ($ Lifest!le !1% 'h) /o )ou /ine outU ")ou ma) circ(e more than 1# 1% Specia( =ccasions 2% 2on:enience ,% >9perience 4% To /ress up 5% Spen/ing Aua(it) time &ith frien/s an/ fami() memers 5% =thers "p(ease specif):TTTTTTTTTTTTTTT# !2% $oes the factors e(o& shape &ho )ou are &hen /ining outU 5es 0o !2%1 4ocation 1 2 !2%2 Hariet) of foo/ 1 2 !2%, +ricing 1 2 !2%4 .mience 1 2 !2%5 Ser:ice 1 2 !2%5 =thers "+(ease specif): TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT# 1 2 !,% +(ease rate from 1D5 "1 as not (ike() an/ 5 as most (ike()#* &ho &ou(/ )ou (east (ike()7 most (ike() /ine out &ith: 0ot likel! &ost likel! !,%1 <ami() 1 2 , 4 5 !,%2 Re(ati:es 1 2 , 4 5 !,%,<rien/s 1 2 , 4 5 !,%4 Mentors 1 2 , 4 5 !,%5 .(one 1 2 , 4 5 !,%5 =thers "+(ease specif): TTTTTTTTTTTTTTTTT# 1 2 , 4 5 # MKTG 1047 Market Research !4% +(ease rate from 1D5 "1 as not (ike() an/ 5 as most (ike()#* &hich /a) of the &eek )ou are most (ike() to /ine out: 0ot likel! &ost likel! !4%1 Mon/a) 1 2 , 4 5 !4%2 Tues/a) 1 2 , 4 5 !4%, 'e/nes/a) 1 2 , 4 5 !4%4 Thurs/a) 1 2 , 4 5 !4%5 <ri/a) 1 2 , 4 5 !4%5 Satur/a) 1 2 , 4 5 !4%7 Sun/a) 1 2 , 4 5 !5% 6o& often /o )ou /ine outU 1% More than once a &eek 2% =nce a &eek ,% =nce a fortnight 4% =nce a month 5% =nce in 2D, months 5% =nce in 4D5 months 7% .s an/ &hen I &ant to 1% =thers "p(ease specif): TTTTTTTTTTTT# !10% 'hat time &ou(/ )ou usua(() :isit an eater)U *1 0500 to 0100 41 0100 to 1000 71 1000 to 1200 ,1 1200 to 1400 81 1400 to 1500 A1 1500 to 1100 -1 1100 to 2000 E1 2000 to 2200 F1 2200 to 0000 *+1 0000 to 0200 **1 0200 to 0400 *41 0400 to 0500 $ MKTG 1047 Market Research Section C$ 3ersonal 'nformation +(ease rest assure that )our persona( information &i(( e kept confi/entia(* a(( information &i(( on() e use/ in our schoo( proJect%
21% Gen/er "Recor/# 1% Ma(e 2% <ema(e 22% .ge 1% 13 )ears o(/ 5% 24 )ears o(/ 11%23 )ears o(/ 15% ,4 )ears o(/ 2% 20 )ears o(/ 7% 25 )ears o(/ 12% ,0 )ears o(/ 17% ,5 )ears o(/ ,% 21 )ears o(/ 1% 25 )ears o(/ 1,% ,1 )ears o(/ 4% 22 )ears o(/ 3% 27 )ears o(/ 14% ,2 )ears o(/ 5% 2, )ears o(/ 10% 21 )ears o(/ 15% ,, )ears o(/ 2,% Race 1% 2hinese 2% In/ian ,% Ma(a) 4% >urasian 5% =thers "+(ease specif): TTTTTTTTTTTT# 24% =ccupations 1% +rofessiona(s* Managers* >9ecuti:es* Technicians 2% 6ouse&ife ,% Se(fDemp(o)e/ 4% 2(erica(7 a/minstrati:e 5% 2i:i( ser:ant 5% -ationa( Ser:ice 5% Stu/ents 5% 2urrent() not emp(o)e/ 7% =thers "+(ease specif): TTTTTTTTTTTT# 25% .:erage month() a((o&ance7income 1% <K500 2% K500 to <K1000 ,% K1000 to <K1500 4% K1500 to <K2000 5% K2000 to XK2500 % MKTG 1047 Market Research 5% K2500 to XK,000 7% K,000 an/ ao:e 27% 6o& man) peop(e are there in )our fami()U 1% 0 to 1 2% 2 to 4 ,% 5 to 7 4% 7 to 3 5% 10 an/ ao:e $ate7Time of Inter:ie&: TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT -ame of Respon/ent: TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT 2ontact "+hone an/7>Dmai(#: TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT "han7 &ou for responding to our surve&? !& MKTG 1047 Market Research *+14 Surve! %esults Section A A*1 3rice A*1* 6ow much are !ou willing to #a! for a mealH 4ess than K50 101 K50 to XK100 ,4 K100 to XK150 5 K150 to XK200 , K200 an/ ao:e 5 A*14 Average monthl! amount s#ent on dining outH XK50 51 K50 to XK100 ,1 K100 to XK150 21 K150 to XK200 11 K200 an/ ao:e 22 ?es 51 -o 12 T!#e of cuisines Least willing to s#end
@er! .ffective .2%1%1 Te(e:ision 1 25 41 43 27 .2%1%2 Moi(e ./:ertisements 27 ,3 45 22 15 .2%1%, MagaIines 1, ,4 41 44 11 .2%1%4 +amph(et72ata(ogues 11 ,4 4, ,7 17 .2%1%5 -e&spaper 25 ,0 44 ,, 17 !! MKTG 1047 Market Research .2%1%5 !usDstop7 Mrt a/:ertisements 15 ,5 42 ,, 24 .2%1%7 Ra/io 25 42 44 25 1, .2%1%1 +ointDofD purchase /isp(a)s in stores , 2, 55 41 21 .2%1%3 'or/ of mouth "eg: frien/s7 fami()# , 5 22 50 53 .2%1%10 Sa(es +romoter 1 ,5 50 23 21 .2%1%11 Internet 4 15 27 44 50 .2%1%12 Roa/sho&s 11 ,7 50 ,0 12 .2%1%1, =thers "+(ease specif): TTTTTTTTTTTTTTTTTT# Total score Total average score 512 Te(e:ision ,%4 411 Moi(e ./:ertisements 2%7 470 MagaIines ,%1 441 +amph(et72ata(ogues ,%0 4,5 -e&spaper 2%3 454 !usDstop7 Mrt a/:ertisements ,%1 410 Ra/io 2%7 511 +ointDofDpurchase /isp(a)s in stores ,%4 525 'or/ of mouth "eg: frien/s7 fami()# 4%2 414 Sa(es +romoter ,%2 531 Internet ,%3 !" MKTG 1047 Market Research 445 Roa/sho&s ,%0 55 =thers ,%7 A414 /n a scale *D8 (* being strongl! disagree and 8 being strongl! agree)C #lease rate to what e>tent !ou agree or disagree with the following statements% Strong() $isagree Strong() .gree .2%2%1 (ook through cata(ogues for information or promotions 27 ,7 40 23 17 .2%2%2 I ans&er te(emarketers8 Aueries o:er the phone 51 42 ,5 10 2 .2%2%, I rea/ an/ respon/ to on(ine a/:ertising ,, 53 21 25 5 "eg: emai(s* promotions* pop ups#
.2%2%4 I &atch a/:ertisement on te(e:ision7 efore the mo:ies starts 25 11 45 ,7 ,0 .2%2%5 I (isten to the ra/io 23 44 ,5 25 15 !# MKTG 1047 Market Research a/:ertisements .2%2%5 I notice the ne&spapers8 a/:ertisement 24 ,7 55 21 5 .2%2%7 I notice a/:ertisements on the pu(ic transportation7 out/oor /isp(a)s 1, ,1 42 ,3 25 .2%2%1 I &i(( cut an/ re/eem m) coupons ,1 ,4 ,2 ,4 12 .2%2%3 I take in the sa(es promoters8 a/:ices 27 ,5 44 24 15 A414 Total Scores for each #oint Strong() $isagree Strong() .gree .2%2%1 (ook through cata(ogues for information or promotions 27 74 120 115 15 .2%2%2 I ans&er te(emarketers8 Aueries o:er the phone 51 14 105 40 10 .2%2%, I rea/ an/ respon/ to on(ine a/:ertising ,, 111 14 100 25 "eg: emai(s* promotions* pop
!$ MKTG 1047 Market Research ups# .2%2%4 I &atch a/:ertisement on te(e:ision7 efore the mo:ies starts 25 22 1,1 141 150 .2%2%5 I (isten to the ra/io a/:ertisements 23 11 101 104 75 .2%2%5 I notice the ne&spapers8 a/:ertisement 24 74 155 112 ,0 .2%2%7 I notice a/:ertisements on the pu(ic transportation7 out/oor /isp(a)s 1, 52 125 155 125 .2%2%1 I &i(( cut an/ re/eem m) coupons ,1 51 35 102 50 .2%2%3 I take in the sa(es promoters8 a/:ices 27 72 1,2 35 10 !% MKTG 1047 Market Research A414 Accumulated Total Average (/ut of 8) .2%2%1 (ook through cata(ogues for information or promotions 422 2%1 .2%2%2 I ans&er te(emarketers8 Aueries o:er the phone ,00 2 .2%2%, I rea/ an/ respon/ to on(ine a/:ertising "eg: emai(s* promotions* pop ups# ,50 2%4 .2%2%4 I &atch a/:ertisement on te(e:ision7 efore the mo:ies starts 414 ,%2 .2%2%5 I (isten to the ra/io a/:ertisements 404 2%7 .2%2%5 I notice the ne&spapers8 a/:ertisement 405 2%7 .2%2%7 I notice a/:ertisements on the pu(ic transportation7 out/oor /isp(a)s 412 ,%2 .2%2%1 I &i(( cut an/ re/eem m) coupons ,54 2%4 .2%2%3 I take in the sa(es promoters8 a/:ices 407 2%7 "& MKTG 1047 Market Research "1 MKTG 1047 Market Research A417 ?hich medium do !ou derive !our information on a eater! fromH (!ou ma! circle o more than *) 1% Te(e:ision 45 2% Moi(e a/:ertisements 12 ,% MagaIines 5, 4% +amph(et72ata(ogue 24 5% -e&spaper 21 5% !usDstop a/:ertisements 13 7% Ra/io 1 1% 'or/ of mouth 11, 3% +romoter 11 10% Internet B <orums 4, 11% Internet B <oo/ Gui/e "e%g% hungr)go&here%com# 54 12% Internet B >ater)8s &esite 53 1,% Roa/sho&s 15 14% =thers "+(ease specif): TTTTTTTTTTTT# 0 A7 3roduct A71* Select the following cuisines !ou #refer$ (!ou ma! circle o more than *) T!#es of Cuisines 0umber 1% 2hinese 10, 2% Ma(a) 44 ,% In/ian 22 4% +eranakan 20 5% 'estern 17 5% Lapanese 105 "2 MKTG 1047 Market Research 7% Korean 55 1% <rench 20 3% Ita(ian ,4 10% Mi/Deastern 1 11% =thers "Thai# 1 A714 Select the following choices as to how !ou #refer !our meals to be cooked$ (5ou ma! select more than one) 1% !ake 57 2% !oi( ,4 ,% Ste& ,7 4% Gri(( 74 5% <r) 52 5% -o preferences 1 7% !!0 1 A717 Are !ou a vegetarianH -umers +ercentages 1% ?es 1 5%,, 2% -o 142 34%57 A71, Do !ou have the habit of ordering dessert after !our mealH "3 MKTG 1047 Market Research -umers +ercentages 1% ?es 75 50F 2% -o 75 50F A718 State the t!#e of dessert !ou would #refer after a meal1 T)pes of $essert -umer Ice 2ream ,1 2ake 21 Mango +u//ing 5 Ice Je(() 2 Ice Kachang , +u(ut 6itam 1 !ean 2ur/ 1 !ro&nies 1 2hoco(ate f(a:oure/ /esserts 4 +u//ings 2 <ruits , <roIen ?ogurt 2 2rYme !ru(ee 1 S&eet $rinks 1 2affine 1 Mi(kshakes 1 <(a:oure/ Ice Sha:ings 2 .n) S&eet , A71A Do !ou have the habit of consuming s#ic! dishesH -umer +ercentage " MKTG 1047 Market Research 1% ?es 105 70%7F 2% -o 44 23%,F "! MKTG 1047 Market Research A,1 3lace Attributes 0ot im#ortan t at all
@er! im#ortant .4%1% 1 Temperature 2 7 ,1 8- 45 ,%32 .4%1% 2 .ir Aua(it) 1 3 2, 47 -* ,14+A- .4%1% , -oise (e:e( 2 12 8, 45 ,5 ,%3457 .4%1% 4 2ro&/ contro( 1 14 21 84 41 ,%7157 .4%1% 5 Music p(a)e/ 15 20 8A ,1 27 ,%22 .4%1% 5 $Wcor 5 3 ,1 ,5 A* ,%31, .4%1% 7 >mp(o)ee8s uniform ,4 ,0 8+ 21 15 2%5157 .4%1% 1 Menu 1 2 23 55 A4 ,1*-7 .4%1% 3 Reasona(e pricing 11 14 22 ,5 AE ,%3 .4%1% 10 'i/e assortment of pro/ucts 7 5 45 4, ,F ,%73, .4%1% 11 6)giene 0 0 5 45 FE ,1A*7 .4%1% 12 0ua(it) of foo/ 0 5 25 ,3 -F ,14-7 "" MKTG 1047 Market Research .4%1% 1, >9istence of promotiona( acti:ities C others 10 22 ,A 45 27 ,%,1 .4%1% 14 >as) accessii(it) "(ocation# , 3 21 5, 8A ,%31 .4%1% 15 Techno(og) "&ifi# 27 ,7 ,F 14 22 2%75 A,14 ?hich area in Singa#ore do !ou dine out the mostH 1% To&n "e%g% =rchar/# -E 2% 'est 45 ,% >ast 11 4% -orth 13 5% South 1 A,17 Does the accessibilit! of the eat out location affect !our choiceH 1% ?es *** 2% -o ,3
Least #referred
&ost #referred .4%4%1 !aker) ,, 8, ,, 27 , 2%42 .4%4%2 !istro7 !rasserie 14 41 ,8 ,5 15 2%27, .4%4%, 2afe 5 21 A+ 45 11 ,%,2 .4%4%4 2ha 2han Teng 11 ,7 84 23 14 2%13, .4%4%5 2offee Shop 3 15 8- 45 22 ,%,7, .4%4%5 <ast <oo/ 2hain 10 ,, 40 ,- 20 ,%2257 "# MKTG 1047 Market Research .4%4%7 Sta((7 Kiosk 10 ,5 A7 25 15 ,%02 .4%4%1 +u7 !ar7 4ounge 20 11 ,- ,0 ,5 ,%21 .4%4%3 Restaurant B !uffet 5 3 25 A+ 54 ,1+E .4%4%10 Restaurant B .(a 2arte 0 17 ,4 A8 ,4 ,%77, .4%4%11 Sa(a/ Stops 84 40 ,0 22 5 2%257 .4%4%12 <ine $ining 2, ,4 ,1 ,- 1 2%1157 .4%4%1, =thers 1 2 , 4 5 "+(ease specif): TTTTTTTTTTTTTTTT# A,18 State !our favourite .at /ut 3lace !eng 6iAng ".mo) Street# Seou( Gar/en .Jisen Ramen Trip(e three uffet"Ma/arin =rchar/ 6ote(# 2r)sta( La/e LackZs +(ace Mhi 2har"2offeeshop# Lumo Seafoo/ 6ong Kong 2afW .ston .h &k thai T22 K<2 2ar(s Lunior Ippu/o Ramen +iIIa hut SIM canteen 'i(/ 6one) Mac/ona(/s =(/ .irport Roa/ Manhanttan <ish Market -e&ton 2irc(e Market 15 Market <eng Shan Sakae Sushi 2homp 2homp +asta Mania Thai Hi((age Sushi Tei +ope)es Imperia( Treasure <ish C 2o 6ot Tomato T'G "$ MKTG 1047 Market Research Sakura S&ensens Thai >9press A,1A ?hat are some eat out #lace !ou been to the #ast 7 monthsH Tonkichi"=rchar/ 2entra(# K<2 SpiIe In/ochine"6H# .iJisen Ramen 4a) Gar/en S&ee 2hoon .ston !oon Tong Kee LackZs +(ace SIM canteen Sushi Tei Mc/ona(/ !urgur King Ramen +(a) <oo/ 2ourts Su&a) $ing Tai <ung 2offeeshop T22 Marma(a/e +antr) Resturants !uffet +S 2afW A,1- 2se one word to describe how should an eat out #lace be for !ouH MouthD'atering .ffor/a(e 2hi(( +rett) -ice >nJo)a(e 2omforta(e Ser:ice .ccessi(e 2heap .&esome ?umm) 0ua(it) Goo/ <oo/ $e(icious +arking 2on:enient <ast 2(ean .ir 2on/itione/ Hariet) <amous 6)genic 2o(/ Re(a9 .&esome Tast) .mience Satisf)ing Temperature 5 "% MKTG 1047 Market Research Section ( (*1 ?h! do !ou dine outH Accumulated 3ercentage Spen/ing Aua(it) time EA 57%,F Speica( =ccasions A, 42%7F 2on:enience 8, ,5%0F To /ress up *A 10%7F >9perience *7 1%7F =thers + 0%0F (41 Does the factors below sha#es who !ou are when dining outH 5es 0o 5es 0o 4ocation 110 40 +ricing 12F 11F Hariet) of foo/ 104 45 .mience 77F 2,F +ricing 12, 27 4ocation 7,F 27F .mience 115 ,4 Hariet) of foo/ 53F ,1F Ser:ice 35 54 Ser:ice 54F ,5F (71 3lease rate from *D8 (* as not likel! and 8 as most likel!)C who would !ou would least likel!/ most likel! to dine out with$ 0ot likel! &ost likel! !,%1 <ami() 2 7 20 57 54 !,%2 Re(ati:es 10 ,5 53 24 22 !,%,<rien/s 2 11 12 ,, 32 !,%4 Mentors 22 14 5 5 , !,%5 .(one 57 21 ,2 17 1, !,%5 =thers